"How do top China brands stop from being associated with poor quality Made-in-China brands?

The starting point will be a firm understanding of their own positioning and strengths, by further narrowing the definition of quality to specify the exact brand promise, be it speed, safety, opulence, durability or any other aspect. The PR initiatives and events will derive from specifics of the brand promise. From an understanding on the specifics of the brand promise, the brand should seek to build on it by creating events that emphasise and showcase its abilities directly to target audiences and to media that talk to its publics. This should be further reinforced by advertising creatives, and advertorials where credible third party (industry) sources verify and testify to the quality of the product in question.

It may also be an opportunity to fund tests or studies that play to the strengths of the brand. A second strategy is to partner and co-brand / co-sponsor events with acknowledged leaders in their brand promise in a different industry.

Darryn Johnston
Business Development Director
FLEx Integrated Marketing"